Abstract:

Since the reform and opening-up, China has actively followed overseas costume trends and bidden farewell to the era of uniforms. It has gone through evolution from collective imitation to physical liberation to the advocacy of diversified individuality to this new age, where the Chinese culture of costume is radiant with self-confidence. The culture of ancient Chinese costume has a long history with extensive and profound connotations. This paper, from the perspective of cultural confidence, adopts the propagation mode of ‘5W’ to discuss the overseas dissemination of ancient Chinese costume culture, the specific content of Chinese-foreign exchange, and theoretical approaches in the theoretical framework of communication based on the case of ‘American Tour of Innovative Design Works of Ancient Chinese Costume Culture’, organised by Jiangnan University in 2018, in a bid to serve as a reference for the narration of the national story, the communication of a national voice and the creation of a national image.